Imminent Blog

Lee Hancock: Consulting Arborist

Stuart Neely - Wednesday, August 28, 2013

I've  just completed a new Visual ID for Lee Hancock. Lee is a consulting arborist who wanted her identity to reflect the consulting aspect of her business as much as the actual job of being an arborist. Inspiration was drawn from the growth rings of a tree and to some extent, the way architects depict trees on site plans. The segment on the right between 2 and 3 o'clock is a stylised pencil representing reports and consulting. Lee was extremely happy with the result saying it was exactly what she was looking for.



Adwords Qualified Individual

Stuart Neely - Tuesday, February 19, 2013

 Just completed the Google training for Adwords. I thought this would be a pushover but I must admit it was a bit more difficult than I expected. Oh well, done now.

The Coke sign at the top of William Street, Autumn 2012

Natasha Galea - Tuesday, March 20, 2012

I see the Coke sign at the top of William Street every day, and it's always worthy of comment. It's iconic in its own right, but the seasonal message is always engaging, amazingly on-brand (Coke are the masters at this, remember they are selling just water and sugar), and also always subliminally rich.

At the moment the billboard next to the Coke sign features a young female around mid 20s, in a close crop (notice – no eyes, not much torso) biting her lip in sexy anticipation, while holding a full Coke. 

She is quite inscrutable with her eyes absent. We will never really know what she is thinking. No makeup to be discerned, no varnish on her perfectly manicured nails. Dark hair – not a blonde, interestingly. Very natural-looking, almost the girl-next-door.

Our girl is wearing a Coke-coloured knitted shawl (perhaps picking up on the fact that knitting is really "in" at the moment) – AND nothing else. So a significant concession to the temperature dropping (the last girl here had a bikini on, and a boy chasing her), but she's still showing lots of post-summer glowing, smooth skin. 

The copy supports the atmosphere: she can't wait for that first sip. Visually it's a mixed message, inevitable when the product in question is strongly associated with quenching your thirst during a hot summer. But the message does drive home the idea that anticipation and desire transcends seasons.

Nice work, I'm feeling thirsty.

City Rail + Two Men and a Truck: epic fail, or not?

Natasha Galea - Friday, March 16, 2012

An admission up front: this post may make it obvious I am a design snob, but will hopefully also demonstrate there are good reasons for being so. I traveled to a client event last week by train, and was confronted/ transfixed by this large-scale advertisement at a Sydney Town Hall Station train platform... 

Five seconds of research on the CityRail site: tells me I was looking at a "Cross-track poster". They "deliver deeper audience connections due to long platform dwell times, allowing for more detailed creative executions with a greater use of copy. Research by APN Outdoor has found that train commuters actively view cross-track advertisements for 21% of their time on station platforms. Given that the average time spent on station platforms is around 12 minutes per day, cross-track advertisements can contribute to a large amount of exposure for your brand."

This all sound awesome in principle, but depends very much on the quality of the creative and the copy. Some advertisers have great fun with this format, writing "long-copy ads" that read like short stories, drawing you in and involving you, to make the most of their captive audience.

Not these guys. 

Shall we "unpack" what I saw? A truck on a crazy, not-of-this-world angle, some truly average to awful typography, and a logo that looks as though it has had a truck driven through it. OK the message is simple – but it's also totally uninspiring and gives no hint of what the "quality of experience" they are offering may be. Let's face it – moving is stressful, and anything to allay fears of stuff-ups or damage would really compel me to call. This message makes me want to yawn. Actually, the "call to action" is to simply call them. The free offer doesn't even get a star-burst to add excitement, just a plain-jane yellow ellipse. To be brutally honest, if any design student submitted this as a project, it would simply would not pass.

Their website does a much better job of offering an idea of what their offering is

Someone was paid to produce this ad, and Two Men and a Truck paid for this advertising space. What a lost opportunity to build a brand, at a cost ... but then again, they got some air time here, didn't they?

Newtown Neighbourhood Centre annual report

Natasha Galea - Friday, September 30, 2011

Imminent is proud to announce the launch of the Newtown Neighbourhood Annual Report 2010-2011.

NNC is an Incorporated Association providing community services in the inner west of Sydney. Providing services to the aged, people with disabilities, people with mental illness, people from culturally and linguistically diverse backgrounds and people on low incomes.

They also provide information and advice on community and public services, emergency accommodation, aged services, council services, children's services, and a variety of other support services.

Imminent designed the Centre's annual report this year,